Headline: The Power of Perception
Consumers are flooded by corporate marketing campaigns linking to social issues.
Indeed, the public now expects just about every company to be allied with a cause, according to Carol Cone, whose brand-strategy firm recently conducted a survey on cause-related marketing. The best corporate reputation belongs to Microsoft Corporation, according to one of the oldest and most respected indexes from Delahaye. It’s top spot is cemented by its well-publicized philanthropy.